Teen Vogue has partnered with Goldman Sachs' Apparel and Accessories Global Investment Research Group to create the 2013 Teen Vogue/Goldman Sachs Brand Affinity Index.
Nicknamed the "Love List," the research ranks 363 millennial fashion, retail, and beauty brands.
Each brand was ranked according to its Composite Index Score, comprised of equally weighted percentages across three questions:
Awareness: "Are you familiar with this brand?"
Favorability "Do you/would you feel great wearing this brand?"
and Word of mouth: "Is this a brand you like to talk about with others (either in person, by phone, or through social media?)"
The survey was conducted among two distinct samples:
A national sample of 1,914 females 13-29 reflects preferences among "mass" millennials;
and a Teen Vogue It girl reader panel sample of 1,234 respondents reveals the brands that have been adopted by fashion-savvy influentials.
So which beauty brands did the It Girls love?
Sephora (#4); MAC (#9); Bath & Body Works (#10); Maybelline (#11); Eos (#12); Neutrogena (#13); Chanel (#14); Essie (#16); Opi (#17); Marc Jacobs (#20).
Here's the "Brands Rising"...
—those that have breakthrough potential with secondary adopters and ultimately a mass audience:
Eos (#4); Essie (#5); Marc Jacobs (#8); Opi (#12); Urban Decay (#13); Moroccanoil (#16); MAC (#17); Ulta (#18); Sephora (#20).
NIKE
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